Avoiding Bias in the Search for Implicit Bias

To revitalize the study of unconscious bias, Gawronski, Ledgerwood, and Eastwick (this issue) propose a paradigm shift away from implicit measures of intergroup attitudes and beliefs. Specifically, researchers should capture discriminatory biases and demonstrate that participants are unaware of the influence of social category cues on their judgments and actions. Individual differences in scores on implicit measures will be useful to predict and better understand implicitly prejudiced behaviors, but the latter should be the collective focus of researchers interested in unconscious biases against social groups. We welcome Gawronski et al.’s (this issue) proposal and seek to build on their insights. We begin by summarizing recent empirical challenges to the implicit measurement approach, which has for the last quarter century focused heavily on capturing individual differences and examining their potential antecedents and consequences. In our view, Gawronski et al. (this issue) underestimate the problems the subfield of implicit bias research is currently facing; the need for a paradigm shift in focus and approach is truly urgent. Although we strongly agree with their basic thesis, we also stress the importance of avoiding various forms of potential bias in the search for implicit bias. First, research in this area should leverage open science innovations such as pre-registration of competing predictions to allow for intellectually and ideologically dissonant conclusions of equal treatment and “reverse” discrimination against members of historically privileged groups. Second, in assessing awareness of bias, researchers should avoid equating unconsciousness with the null hypothesis that evidence of awareness will not emerge, and instead seek positive evidence that the behavioral bias is implicit in nature. Finally, to avoid underestimating the pervasiveness of intergroup bias, scientists should continue to develop and attempt to validate implicit measures of attitudes and beliefs, which may tap latent prejudices expressed in only a small subset of overt actions.